Many organizations spend significant time and money creating glossy annual reports with the hope that these reports will spur interest.

But if groups really want to spread the word, they should put as little effort as possible into their annual reports, the marketing expert Seth Godin says.

Instead, he says, “I’d create a storytelling document that is aimed at the vernacular of the people you need to read it. Turn it into a PDF and a piece that’s easy to share. Test it and make it spread. No need to conflate the two.”

For more ideas from Mr. Godin, read the transcript of his live discussion today with Chronicle readers.